Avaliação da percepção de valor em serviços de entrega em pontos de retirada: estudo de caso em Clube de Assinatura de Livros
DOI:
https://doi.org/10.54139/riiant.v7i27.160Palabras clave:
percepção de valor, pontos de retirada, disposição a pagar, clube de assinaturaResumen
A empresa em estudo vem enfretando problemas com a entrega do seu produto e umas das soluções seria a implementação do serviço de entrega em pontos de retirada, que é uma das tendências do mercado de ecommerce. Para ganhar vantagem competitiva, uma das medidas mais importantes de serem avaliadas é o valor percebido. Pensando nisso, este artigo elaborou um instrumento para avaliar a percepção de valor dos clientes de um clube de assinatura de livros com relação à entrega em pontos de retirada, buscando identificar quais os principais atributos de valor e a disposição a pagar por esse serviço. A partir das análises, foi possível constatar que os clientes valorizam mais os atributos de qualidade e de resposta emocional, e que a maioria optaria pela entrega em ponto de retirada caso obtivesse algum desconto.
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